E-mail Response Differs in B-to-B

By Melissa Sepos

In the business-to-consumer market, most response in e-mail is generated within the first 48 hours of sending the e-mail. Not so in business-to-business, says Kate McKay, e-list broker, Database Marketing Concepts. She says in business many people are deluged with e-mail and it sometimes takes prospects a week or more to reply. So don't use the same time frame business-to-consumer companies use. Try sending e-mails during the week. Monday is typically a high-volume day.